Equity Drivers, Service Quality, And In-Store Experience of Shoppers

Abstract

Poor in-store experiences can have a negative impact on customer retention and can lead to negative social media reviews, customer walkouts, and a propensity to purchase products from competitor stores. The study aims to measure the influence of equity drivers and service quality to in-store experience of shoppers in Region XI, Philippines. A five-point Likert scale questionnaire instrument was adapted in the study among 320 shoppers in the five cities of the region including Davao City, Digos City, Panabo City, Tagum City, and Mati City. Purposive sampling with snowball sampling were used in the selection of survey participants. The data were analyzed using Mean, Standard Deviation, Pearson r, and Regression Analysis. The study revealed that the levels of equity drivers, service quality, and in-store experience of shoppers are high, which means that these are evident as experienced by the respondents. Results further showed that equity drivers and service quality in their combined capacity significantly influence in-store experience. Moreover, the findings indicated that service quality was the best predictor of in-store experience. The data revealed a high rating in all the indicators of in- store experience.